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Insight Forum 2019: Credos’ Karen Fraser MBE To Examine Consumer Trust

As the date for the BASE 2019 Insight Forum looms large, The British Association for Screen Entertainment has today confirmed that Karen Fraser MBE, Director and Head of Strategy at Credos, will be joining an enviable line-up for the half-day event at the British Museum.

The final few tickets for the Forum, co-hosted with the Entertainment Retailers Association and taking place from 8:30am on Wednesday, March 13th, are available here and are free of charge to BASE and ERA members.

Heading up advertising industry think tank, Credos, Fraser and her team publish Advertising Pays, the report that uses econometric analysis of data spanning 17 countries over 14 years to show that advertising contributes £132bn to the UK economy. She also consults on corporate trust and reputation, with published reports including one on Conflicted Consumers that saw her win a worldwide competition for a place on the Harvard Business Review: Breakthrough Ideas List. In the Queen’s 2017 New Year’s Honours list, Fraser was awarded the MBE for services to diversity and advertising.

Talking about her spot at this year’s Insight Forum, Fraser said: “I’ll be examining the business critical topic of consumer trust, looking at the fact that certain industries need to understand that how – and how often – we speak to consumers is key in shaping their response to and engagement with businesses. While audiences readily engage with film advertising, there’s much to be learned from outside the category, and from how certain audiences are often spoken to. I’m looking forward to a robust conversation, taking in issues of demographics and diversity to better equip us all with insight in a complex marketplace.” 

Fraser joins previously announced speakers from Ampere Analysis, Futuresource Consulting, ICMUnlimited and Kantar Worldpanel, as well as Sky Store’s Kathryn Lacey, Universal Pictures Home Entertainment’s Vicki Davis and BBC Studio’s Lesley Johnson. Registration on the day commences from 8:30am and the forum will close by 1:30pm.